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Study: Product info prompts channel choice


Chicago – We live in an age of information, and consumers are valuing access to product information more than ever. According to a new study of 1,000 brands and retailers from PowerReviews, more than half (57%) of online shoppers reported specifically seeking out websites with product reviews.

In addition, 70% of mobile shoppers reported being more likely to purchase a product if the mobile site or app they’re purchasing from has reviews. Most consumers read between one and 10 reviews and thus need information presented in an easy-to-scan format.

Other findings include:

• More than half (53%) of shoppers consider retail websites to be the most trustworthy source of reviews.

• Eighty-two percent of consumers specifically seek out negative reviews. For shoppers under 45, it jumps to 86%.

• Three out of four shoppers prefer tag-based reviews, which provide a quick snapshot of review keywords and sentiment.

• On average, 42% of consumers write reviews, while for shoppers 18-29, only 32% contribute review feedback.

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